Findings from online experiment testing green energy plans enrollments

Note: analysis based on my Behavioral Orchestration and Analysis framework explained here. Source Hedlin, Simon and Sunstein, Cass R., Does Active Choosing Promote Green Energy Use? Experimental Evidence (July 4, 2015). Goal(s) Use an online experiment to find out how consumers’ choice when choosing between a green energy plan and a normal energy plan is influenced by […]

Background color of nutritional labels influences perception of how healthy the product is

Note: analysis based on my Behavioral Orchestration and Analysis framework explained here. Source Health Commun. 2013;28(8):814-21. doi: 10.1080/10410236.2012.725270. Epub 2013 Feb 27. Does green mean healthy? Nutrition label color affects perceptions of healthfulness. Schuldt JP. Department of Communication , Cornell University. Goal(s) Finding out whether the background color of nutrional labels influences the degree to which consumers perceive a food […]

Consumers rate “eco-friendly” coffee as tasting better

Note: analysis based on my Behavioral Orchestration and Analysis framework explained here. Source Sörqvist P, Hedblom D, Holmgren M, Haga A, Langeborg L, Nöstl A, et al. (2013) Who Needs Cream and Sugar When There Is Eco-Labeling? Taste and Willingness to Pay for “Eco-Friendly” Coffee. PLoS ONE 8(12): e80719. doi:10.1371/journal.pone.0080719 Goal(s) Finding if labelling coffee as eco-friendly […]

Labelling the same foods as organic makes consumers evaluate them differently

Note: analysis based on my Behavioral Orchestration and Analysis framework explained here. Source Wan-chen Jenny Lee, Mitsuru Shimizu, Kevin M. Kniffin, Brian Wansink, You taste what you see: Do organic labels bias taste perceptions?, Food Quality and Preference, Volume 29, Issue 1, July 2013, Pages 33-39, ISSN 0950-3293, Goal(s) Study to see of labelling a food as […]

Halo Effect (tool)

The Halo Effect is the human tendency to associate the positive or negative judgement about a person, object or service along 1 dimension to other unrelated dimensions. Marketers have been using this age-old tendency for decades (or more) by associating their brands with positive figures or attribute. When analyzing a touchpoint, try to analyze what current […]

Halo Effect (tendency)

The Halo Effect is the academic (and not really intuitive) name for the human tendencies to use the characteristic of someone or something in one domain to infer positive or negative attributes in other, unrelated domains. It’s widely used to associate brands or products with positive aspects, like the color green for healthy or environmentally-friendly […]